I provided art direction and led the user experience of the 2014 FIFA World Cup Brazil™ Tournament Bracket experience. We responded to FIFA Marketing's ask to create an engaging experience that would encourage soccer fans and gamers alike to continually revisit the EA SPORTS™ 2014 FIFA World Cup™ website, ultimately increasing content consumption and awareness of the FIFA console products.
This is how I accomplished that for them.
Inspired by the immense social interaction leading up to the World Cup™ in Brazil, the idea was to extend the sense of global community online, inviting fans to join in a friendly competition of skill, knowledge, and a bit of luck.
The 2014 FIFA World Cup Brazil™ Tournament Bracket was an interactive digital experience that encouraged soccer fans from around the globe to compete against each other and showcase their best predictions during the world's grandest sporting tournament.
The activation was well-suited to parallel channels such as paid media, social media, network engagement and public relations, targeting a predominantly European and North American audience with an experience that would ultimately increase EA SPORTS FIFA's share of the voice in the daily World Cup™ conversation online.
Taking cues from the World Cup Brazil and Fédération Internationale de Football Association brand bibles, I established a progressive digital look and feel for the Tournament Bracket that would resonate equally with both fans of the sport and the console soccer gaming products.
Adhering to modern best practices for responsive digital design, I crafted a deep visual experience that was highly interactive yet extremely intuitive for fans, despite its technical complexity under the hood.
The campaign over exceeded the initial success metric targets established at the campaign's inception.
Out of several digital campaign initiatives for FIFA, the tournament bracket cost the least and saw the highest level of fan engagement.